由於台灣的閱讀風氣較不盛行，出版業者較常與大型通路合作販售書籍，通路商可藉由量大優勢，將書籍做折扣，提升消費者的購買意願。2020年雙11購物節時，一家線上電商平台(MOMO)將書籍下殺更優惠的折扣，此舉引發獨立書店不滿，並於購物節活動期間發起一日歇業活動，串連其他獨立書店，以表達折扣有損書籍的文化價值。以博客來為例，博客來以線上販售書籍起家，書籍常常有79折的折扣，消費者是否真的因為折扣就會影響對書籍的知覺價值，進而降低購買意願。
本研究以博客來為為研究對象，探究書籍折扣對購買意願的影響，並探討書籍折扣對於消費者的知覺價值、品牌印象、信任造成的影響。另外消費者對品牌的知覺價值、品牌印象、信任感，是否影響消費者的購買意願。接著進行研究模型與問卷的設計，透過社群平台發放問卷進行調查，一共回收共338份有效問卷。
經由實證研究結果分析發現，共得出以下四點結論:(1)折扣對購買意願有正面的影響。(2)知覺價值、品牌印象、信任對折扣與購買意願間產生中介效果。(3)折扣對知覺價值、品牌印象及信任有正面的影響。(4)知覺價值、品牌印象、信任對購買意願有正面的影響。因此本研究認為，提供書籍折扣的確可以提高消費者的購買意願，但在提供折扣的同時也要考量折扣對知覺價值、品牌印象、信任對消費者產生的影響。

Since Taiwan's reading culture is less prevalent, publishers often cooperate with large channels to sell books. Channel companies can take advantage of large volumes to discount books and increase consumers' willingness to buy. During the Double 11 Shopping Festival in 2020, an online e-commerce platform (MOMO) will sell books at more favorable discounts. This has caused dissatisfaction with independent bookstores, and launched a one-day closing event during the shopping festival to connect other independent bookstores. Expressing discounts undermines the cultural value of books. Take blogs as an example. Blogs started with online sales of books. Books often have a discount of 79%. Whether the discount will affect consumers’ perceived value of books and reduce their willingness to buy.
This research uses blogs as the research object, explores the influence of book discounts on purchase intention, and explores the impact of book discounts on consumers' perceived value, brand impression, and trust. In addition, whether consumers’ perceived value, brand impression, and trust of the brand affect consumers’ purchase intentions. Then, the research model and questionnaire were designed, and the questionnaire was distributed through the social platform for survey. A total of 339 valid questionnaires were collected.
Through the analysis of the empirical research results, it is found that the following four conclusions are drawn: (1) Discount has a positive effect on purchase intention. (2) Perceived value, brand impression, and trust have an intermediary effect between discount and purchase intention. (3) Discounts have a positive impact on perceived value, brand impression and trust. (4) Perceived value, brand impression, and trust have a positive influence on purchase intention. Therefore, this study believes that offering discounts on books can indeed increase consumers’ willingness to buy, but while offering discounts, it is also necessary to consider the impact of discounts on consumers’ perceived value, brand impression, and trust.

論文審定書…………………………………………………………………………… i
誌謝…………………………………………………………………………………. ii
摘要………………………………………………………….………………………… iii
英文摘要………………………………………..……………………. …………….. iv
目錄………………………………………..……………………. ……………………...v
圖次………………………………………..……………………. ……………………..vi
表次………………………………………..……………………. …………………….vii
第一章 緒論…………………………………………………………………………….1
第一節 研究背景……………………………………………………………….....1
第二節 研究動機………………………………………………………………….2
第三節 研究缺口………………………………………………………………….2
第四節 研究架構………………………………………………………………….3
第二章 文獻探討………………….………………………………………………… ...4
第一節 價格對網路購物的影響……………………………………………….....4
第二節 博客來網路書店簡介………………………………………………….....4
第三節 折扣……………………………………………………………….............5
第四節 知覺價值……………………………………………………………….....5
第五節 品牌印象……………………………………………………………….....6
第六節 信任……………………………………………………………….............7
第七節 購買意願……………………………………………………………….....8
第八節 假說發展……………………………………………………………….....9
第九節 小結……………………………………………………………………...13
第三章 研究方法………………….…………………………………………………..14
第一節 研究架構..…………………..………………………………..……….....14
第二節 研究變數之操作型定義………………………………………………...15
第三節 問卷設計……………………………………………………...………....18
第四節 資料蒐集方法……………………………………………………….......19
第五節 資料分析方法…………………………………………………………...19
第四章 實證結果與分析………….…………………………………………………..20
第一節 敘述性統計分析…………………………………...…………………....20
第二節 驗證性因素分析………………………………………………………...27
第三節 假說檢定………………………………………………………………...29
第五章 結論與建議…………….……...……………………………………………...31
第一節 學術意涵………………………………………………………………...31
第二節 管理意涵………………………………………………………………...32
第三節 研究限制及未來研究方向……………………………………………...33
參考文獻…………………………………………………………………….…………35
附錄 研究問卷………………………………………………………………………...43

一、中文文獻
台灣實體零售業的網路銷售分析
https://www.mirai.com.tw/taiwan-phyisical-retail-industry-transformation-analysis-20201208/?cv=1&session-id=c590e7140e2440ac80ddbe6c84d6c21a
博客來官方網站
https://www.openbook.org.tw/article/p-64346
博客來行銷部長訪問
https://blog.dcplus.com.tw/marketing-knowledge/ecommence_platform/30701
博客來介紹
https://books.herewego.com.tw/
二、英文文獻
Aaker, D. A. (1991). Brand equity. La gestione del valore della marca, 347-356.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The influence of discount framing towards brand reputation and brand image on purchase intention and actual behaviour in e-commerce. Procedia Computer Science, 161, 851-858.
Akaah, I. P. (1988). A conjoint investigation of the relative importance of risk relievers in direct marketing. J Advertising Res., 38-44.
Akbar, Y. A. B. A. (2020). ONLINE SHOPPING: WHAT MAKE CONSUMER’S PREFER TO IT?. FBM INSIGHTS, 37.
Akroush, M. N., & Al-Debei, M. M. (2015). An integrated model of factors affecting consumer attitudes towards online shopping. Business Process Management Journal.
Alhaddad, A. (2015). A structural model of the relationships between brand image, brand trust and brand loyalty. International Journal of Management Research and Reviews, 5(3), 137.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning.
Bhatti, A. (2018). Sales promotion and price discount effect on consumer purchase intention with the moderating role of social media in Pakistan. International Journal of Business Management, 3(4), 50-58.
Bishop Jr, W. R. (1984). Competitive intelligence. Progressive Grocer, 63(3), 19-20..
Bivainienė, L. (2007). BRAND IMAGE CONCEPTUALIZATION: THE ROLE OF MARKETING COMMUNICATION. Economics & Management.
Boksberger, P. E., & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of services marketing.
Boksberger, P. E., & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of services marketing.
Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of marketing, 64(4), 65-81.
Chen, H., Marmorstein, H., Tsiros, M., & Rao, A. R. (2012). When more is less: The impact of base value neglect on consumer preferences for bonus packs over price discounts. Journal of Marketing, 76(4), 64-77.
Chen, J. S., Ching, R. K., & Tsou, H. T. (2009). Multi-channel store image and the effects on purchase intention. The Service Industries Journal, 29(9), 1215-1230.
Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: the mediating effect of trust. EuroMed Journal of Business, ahead-of-print(ahead-of-print).
Chong, B., Yang, Z., & Wong, M. (2003). Asymmetrical impact of trustworthiness attributes on trust, perceived value and purchase intention. Proceedings of the 5th International Conference on Electronic Commerce - ICEC ’03.
Chua, A. Y., & Banerjee, S. (2016). Helpfulness of user-generated reviews as a function of review sentiment, product type and information quality. Computers in Human Behavior, 54, 547-554.
Crespo-Almendros, E., & Del Barrio-García, S. (2016). Do online discounts and free gifts damage brand image of service? The moderating role of promotion-proneness. Service Business, 10(1), 31-58.
Cronin, J.J. Jr, Brady, M.K., Brand, R.R., Hightower, R. Jr and Shemwell, D.J. (1997), “A cross‐sectional test of the effect and conceptualization of service value”, Journal of Services Marketing, Vol. 11 No. 6, pp. 375‐91.
Cuong, D. T., & Khoi, B. H. (2019). The effect of brand image and perceived value on satisfaction and loyalty at convenience stores in Vietnam. Journal of Advanced Research in Dynamical and Control Systems, 11(8), 1446-1454.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product & brand management.
Escobar-Rodríguez, T., & Bonsón-Fernández, R. (2016). Analysing online purchase intention in Spain: fashion e-commerce.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61–75.
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102117.
Ho, C. H., Chang, S. H., Hung, S. T., Chen, Y. T., & Chiu, K. H. (2010). Effects of Brand Image, Online Word of Mouth, and Price Discount on Consumer’s Purchase Intention Mobile Phone as the Example. Department of Business Administration, National Taipei University.
Hsu, C. Y., Huang, Y. W., & Chuang, S. H. (2017, July). Examining the Relationships Among Electronic Word of Mouth, Perceived Value and Risk, and Consumer Purchase Intention. In International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing (pp. 795-801). Springer, Cham.
Hunt, K. A., & Keaveney, S. M. (1994). A process model of the effects of price promotions on brand image. Psychology and Marketing, 11(6), 511–532. doi:10.1002/mar.4220110602
Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India. International Journal of Services, Economics and Management, 9(2), 143.
Keller, K. L., & Kotler, P. (2015). Holistic marketing: A broad, integrated perspective to marketing management. In Does Marketing Need Reform?: Fresh Perspectives on the Future (pp. 308-313). Routledge.
Kaur, G., & Quareshi, T. K. (2015). Factors obstructing intentions to trust and purchase products online. Asia Pacific Journal of Marketing and Logistics.
Ko, E., Lee, M.-A., Lee, M. Y., Phan, M., Kim, K. H., Hwang, Y. K., & Burns, L. D. (2011). Product Attributes’ Effects on Perceived Values and Repurchase Intention in Korea, USA, and France. Journal of Global Scholars of Marketing Science, 21(3), 155–166.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304-310.
Kotler, P. (1997). Marketing management: Analysis, planning, implementation and control.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896.
Lee, J. E., & Chen-Yu, J. H. (2018). Effects of price discount on consumers’ perceptions of savings, quality, and value for apparel products: Mediating effect of price discount affect. Fashion and Textiles, 5(1), 1-21.
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
Magid, J. M., Cox, A. D., & Cox, D. S. (2006). Quantifying brand image: Empirical evidence of trademark dilution. Am. Bus. LJ, 43, 1.
Mansour, K. B., Kooli, K., & Utama, R. (2014). Online trust antecedents and their consequences on purchase intention: An integrative approach. Journal of Customer Behaviour, 13(1), 25-42.
Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38, 12-21.
Mitra, S., & Jenamani, M. (2020). OBIM: A computational model to estimate brand image from online consumer review. Journal of Business Research, 114, 213-226.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
Petrick, J.F. (2002), “Development of a multi‐dimensional scale for measuring the perceived value of a service”, Journal of Leisure Research, Vol. 34 No. 2, pp. 119‐34
Platania, M., Rapisarda, P., & Rizzo, M. (2016). Food and health habits of university students. Relationship to food consumption behaviour. International Food Research Journal, 23(3).
Rao, A. R., & Monroe, K. B. (1988). The moderating effect of prior knowledge on cue utilization in product evaluations. Journal of consumer research, 15(2), 253-264.
Razy, F. F., & Lajevardi, M. (2015). Investigating relationship between brand image, price discount and purchase intention. Journal of Marketing and Consumer Research, 17, 49-56.
Rehman, S. U., Bhatti, A., Mohamed, R., & Ayoup, H. (2019). The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan. Journal of Global Entrepreneurship Research, 9(1), 1-25.
RIZWAN, M., MAHAR, M. A., SHOUKAT, N., JAVID, R. Z., KHAN, G., BHATTI, M. D., & KHICHI, M. (2013). AFFECT OF SALES PROMOTIONAL TOOLS ON PURCHASE INTENTIONS OF CONSUMERS. CLEAR International Journal of Research in Commerce & Management, 4(3).
Ryu, K., Han, H., & Kim, T. H. (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management, 27(3), 459-469.
Samadou, S. E., & Kim, G. (2018). Influence of Perceived Quality, Price, Risk, and Brand Image on Perceived Value for Smartphone’s Consumers in a Developing Country. East Asian Journal of Business Economics, 6(3), 37-47
Santini, F. D. O., Sampaio, C. H., Perin, M. G., Espartel, L. B., & Ladeira, W. J. (2015). Moderating effects of sales promotion types. BAR-Brazilian Administration Review, 12(2), 169-189.
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7* edition.
Shafiq, R., Raza, I., & Zia-ur-Rehman, M. (2011). Analysis of the factors affecting customers purchase intention: The mediating role of perceived value. African Journal of Business Management, 5(26), 10577-10585.
Sharma, G., Bajpai, N., Kulshreshtha, K., Tripathi, V., & Dubey, P. (2019). Foresight for online shopping behavior: a study of attribution for “what next syndrome”. foresight.
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion's benefits on perceived value: Does product category moderate the results?. Journal of Retailing and Consumer Services, 52, 101887.
Vasić, N., Kilibarda, M., & Kaurin, T. (2019). The influence of online shopping determinants on customer satisfaction in the Serbian market. Journal of theoretical and applied electronic commerce research, 14(2), 70-89.
Vogel, J., & Paul, M. (2015). One firm, one product, two prices: Channel-based price differentiation and customer retention. Journal of Retailing and Consumer Services, 27, 126-139.
Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The international journal of business and finance research, 8(2), 27-40.
Wu, C. S. (2015). A STUDY ON CONSUMERS'ATTITUDE TOWARDS BRAND IMAGE, ATHLETES'ENDORSEMENT, AND PURCHASE INTENTION. International Journal of Organizational Innovation, 8(2).
Xu, Y., & Huang, J.-S. (2014). Effects of Price Discounts and Bonus Packs on Online Impulse Buying. Social Behavior and Personality: An International Journal, 42(8), 1293–1302.
Yeo, S. F., Tan, C. L., Lim, K. B., Leong, I., & Lee, M. Y. (2018). Physical Store Purchase Intention: The Study of Comics Book in Malaysia. Global Business & Management Research, 10(3).
Yi, Y., & Yoo, J. (2011). The long‐term effects of sales promotions on brand attitude across monetary and non‐monetary promotions. Psychology & Marketing, 28(9), 879-896.
Zeithaml, V.A. (1988), “Consumer perceptions of price, quality and value: a means‐end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2‐22.